ÇOUKLARIN TV REKLAMLARINA KARŞI TUTUMLARINDAKİ KIRILMA YAŞI

Bu çalışmanın amacı, çocukların TV reklamlarına karşı tutumlarının gelişimini incelemektir. Çalışma, doğası bakımından keşfedicidir, çocukların TV reklamlarına karşı tutumlarının belirli bir yaşa kadar olumlu olduğu ve zaman içinde değiştiği varsayılmıştır. Çalışmada, çocukların TV reklamlarına yönelik tutumlarının değiştiği yaşı belirlemek amacıyla 5-10 yaş arasındaki çocukların tutumları incelenmiştir. Araştırmada Değişim noktası analizi ve Chow testi uygulanmıştır. Bulgular, çocukların 7 ve 8 yaşlarında TV reklamlarına karşı tutumlarında bir değişim noktası noktası olduğunu göstermektedir. Grafik sunumlar, televizyon reklamlarına karşı çocukların tutumlarının ilk başta olumlu olduğunu, sonra aniden azaldığını ve tekrar artmaya başladığını, ancak bir daha asla aynı seviyede olmadığını göstermektedir

Anahtar Kelimeler:

TV, reklam, çocuklar, kırılma noktası, değişim noktası analizi, chow testi

BREAKING POINT IN AGE REGARDING CHILDREN’S ATTITUDES TOWARD TV COMMERCIALS

The aim of the study is to investigate the evolution of children’s attitudes toward TV commercials. The study is exploratory in nature, it is hypothesized that children’s attitudes toward TV commercials are positive up to some age and changes over time. The study targets children between 5-10 years old in order to determine the structural changing age in which the children’s attitude toward TV commercials change. Change point analysis and Chow test are conducted in the research. The findings suggest that there is a change point age at ages 7 and 8 where children’s attidude towards TV commercials change. Graphical presentations suggest that childhood attitudes toward TV commercials are positive at first, then suddenly decreases and begins to increase again, however never be the same again

Keywords:

TV, commercial, children, breaking point, change point analysis, chow test,

PDF

___

Awadein, A., Eltanamly, R., and Elshazly, M. (2014). Intermittent Exotropia: Relation Between Age and Surgical Outcome: A Change-Point Analysis. Eye, 28(5): 587. doi:10.1038/eye.2014.29
Blades, M., Oates, C., and Li, S. (2013). Children’s Recognition of Advertisements on Television and on Web Pages. Appetite, 62: 190-193. doi:10.1016/j. appet.2012.04.002
Boush, D. M., Friestad, M., and Rose, G. M. (1994). Adolescent Skepticism Toward Tv-Advertising and Knowledge of Advertiser Tactics. Journal of Consumer Research, 21(1): 165-175. doi:Doi 10.1086/209390
Boyes, M. C., and Chandler, M. (1992). Cognitive Development, Epistemic Doubt, and Identity Formation in Adolescence. J Youth Adolesc, 21(3): 277-304. doi:10.1007/BF01537019
Calvert, S. L. (2008). Children as Consumers: Advertising and Marketing. Future of Children, 18(1): 205-234. doi:DOI 10.1353/foc.0.0001
Chan, K., McNeal, J. U., and Chan, F. (2003). Children’s Response to Television Advertising in China. Young Consumers, 4(1): 43-54.
Chow, G. C. (1960). Tests of Equality Between Sets of Coefficients in Two Linear Regressions. Econometrica: Journal of the Econometric Society, 28(3): 591-605.
D’Alessio, M., Laghi, F., and Baiocco, R. (2009). Attitudes Toward TV Advertising: A Measure for Children. Journal of Applied Developmental Psychology, 30(4): 409-418. doi:10.1016/j.appdev.2008.12.026
De Pauw, P., De Wolf, R., Hudders, L., and Cauberghe, V. (2018). From Persuasive Messages to Tactics: Exploring Children’s Knowledge and Judgement of New Advertising Formats. New Media and Society, 20(7): 2604-2628.
del Mar Pàmies, M., Ryan, G., and Valverde, M. (2016). How Intervention Can Empower Children as Consumers in Dealing with Advertising. International Journal of Consumer Studies, 40(5): 601-609.
Derbaix, C., and Pecheux, C. (2003). A New Scale to Assess Children’s Attitude Toward Tv Advertising. Journal of Advertising Research, 43(4): 390-399. doi:10.1017/S0021849903030447
Fernandez-Duran, J. J. (2016). Defining Generational Cohorts for Marketing in Mexico. Journal of Business Research, 69(2): 435-444. doi:10.1016/j. jbusres.2015.06.049
Hasmini A. Ghani, N., and Zain, O. M. (2004). Malaysian Children’s Attitudes Towards Television Advertising. Young Consumers, 5(3): 41-51.
John, D. R. (1999). Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years Of Research. Journal of Consumer Research, 26(3): 183-213. doi:Doi 10.1086/209559
Keating, D. P. (1990). Adolescent thinking. In S.S. Feldman and R. Elliott (Editörler), At the Threshold: The developing adolescent (p. 54-89). Harvard University Press.
Kim, H., Lee, D., Hong, Y., Ahn, J., and Lee, K. Y. (2016). A Content Analysis of Television Food Advertising to Children: Comparing Low and General- Nutrition Food. International Journal of Consumer Studies, 40(2): 201-210.
Kunkel, D., Wilcox, B. L., Cantor, J., Palmer, E., Linn, S., and Dowrick, P. (2004). Report of the APA Task Force on Advertising and Children. Washington, DC: American Psychological Association.
Levin, S. R., Petros, T. V., and Petrella, F. W. (1982). Preschoolers’ Awareness of Television Advertising. Child Dev, 53(4): 933-937. Retrieved from https:// www.ncbi.nlm.nih.gov/pubmed/7128258
Lindstrom, M. (2004). Branding is No Longer Child’s Play Journal of Consumer Marketing, 21(3): 175-182.
Lioutas, E., and Tzimitra-Kalogianni, I. (2015). ‘I Saw Santa Drinking Soda ’Advertising and Children’s Food Preferences. Child: Care, Health and Development, 41(3): 424-433.
Macklin, M. C., and Machleit, K. A. (1990). Measuring Preschool Children’s Attitude. Marketing Letters, 1(3): 253-265.
Manis, F. R., Keating, D. P., and Morrison, F. J. (1980). Developmental Differences in the Allocation of Processing Capacity. Journal of Experimental Child Psychology, 29(1): 156-169. doi:Doi 10.1016/0022- 0965(80)90098-3
Moschis, G. P., and Churchill Jr, G. A. (1979). An Analysis of the Adolescent Consumer. The Journal of Marketing, 43(3): 40-48.
Moschis, G. P., and Moore, R. L. (1979). Decision Making Among the Young: A Socialization Perspective. Journal of Consumer Research, 6(2): 101-112.
Murugesan, S., and Ponnarasi, B. (2015). Parents Emerge En Transmit For Children’s Food Advertisement. Knowledge Economy, 5(10): 33-45.
Ng, S. H., Kelly, B., Se, C. H., Sahathevan, S., Chinna, K., Ismail, M. N., and Karupaiah, T. (2015). Reading the Mind of Children in Response to Food Advertising: A Cross-Sectional Study of Malaysian Schoolchildren’s Attitudes Towards Food and Beverages Advertising on Television. BMC Public Health, 15(1): 1047.
Pine, K. J., and Nash, A. (2002). Dear Santa: The Effects of Television Advertising on Young Children. International Journal of Behavioral Development, 26(6): 529-539. doi:10.1080/01650250143000481
Pitt, H., Thomas, S. L., Bestman, A., Daube, M., and Derevensky, J. (2017). What Do Children Observe and Learn From Televised Sports Betting Advertisements? A Qualitative Study Among Australian Children. Australian and New Zealand Journal of Public Health, 41(6): 604-610.
Riecken, G., and Samli, A. C. (1981). Measuring Children’s Attitudes Toward Television Commercials: Extension and Replication. Journal of Consumer Research, 8(1): 57-61.
Rossiter, J. R. (1977). Reliability of a Short Test Measuring Children’s Attitudes Toward TV Commercials. Journal of Consumer Research, 3(4): 179-184.
Shoham, A., and Dalakas, V. (2005). He Said, She Said… They Said: Parents’ and Children’s Assessment of Children’s Influence on Family Consumption Decisions. Journal of Consumer Marketing, 22(3): 152-160.
Taylor, W. A. (2000). A Pattern Test for Distinguishing Between Autoregressive and Mean-Shift Data. www.variation.com/cpa/tech/pattern.html. Erişim tarihi: 05.05.2019
Tektaş, Ö. Ö. (2019). Çocuklara Yönelik Gıda Reklamları: Ebeveynlerin Bireysel Ahlak Felsefeleri, Ebeveynlik Tarzları ve Cinsiyetin Etkilerinin Araştırılması. Çankırı Karatekin Üniversitesi İİBF Dergisi, 9(1): 277-300.
Tripicchio, G., Heo, M., Diewald, L., Noar, S. M., Dooley, R., Pietrobelli, A., Faith, M. S. (2016). Restricting Advertisements for High-Fat, High-Sugar Foods During Children’s Television Programs: Attitudes in a US Population- Based Sample. Childhood Obesity, 12(2): 113-118.
Vasiljevic, M., Petrescu, D. C., and Marteau, T. M. (2016). Impact of Advertisements Promoting Candy-Like Flavoured E-Cigarettes on Appeal of Tobacco Smoking Among Children: An Experimental Study. Tobacco Control, 25(2): 107-112.
Watkins, L., Aitken, R., Robertson, K., and Thyne, M. (2016). Public and Parental Perceptions of and Concerns with Advertising to Preschool Children. International Journal of Consumer Studies, 40(5): 592-600.
Wright, P. (1986). Presidential Address Schemer Schema: Consumers’ Intuitive Theories About Marketers’ Influence Tactics. ACR North American Advances,13.